Nothing beats the thrill of competition—especially when it pushes every team member to their limits.

Last September, Weqollab hosted its third annual WeqoChallenge, and this year, the stakes were higher, the challenge tougher, and the goal – ambitious. That is, to create a solution that addresses a real-world problem that affects millions of Filipinos—making insurance more accessible and understandable.

Weqochallenge is designed to showcase our qollaborators’ strategic marketing skills, but this year’s edition went far beyond creativity. It was about tackling a genuine issue in the Philippine insurance industry. 

With the country’s low insurance penetration rate, the challenge mission was clear: craft a campaign that would bring in leads AND educate the public on the importance of financial stability and security.

Weqollab teamed up with an industry leader for this year’s challenge. Seasoned digital media marketing executive Mr. Jomar Mislang took on the role of both mentor and judge for Weqochallenge 2024. Setting the stage, he laid out the pressing issues facing the insurance industry: low financial literacy, limited distribution channels, and fierce market competition.

Breaching the confines of marketing financial services, the challenge was also about making a meaningful social impact.

Our qollaborators were divided into three (3) teams, each targeting a specific audience and developing a unique approach. (At this point, even team names became a battleground of cliche, kitsch and rage-inducing puns.)

Team Guardians of Your Galaxy

Team Guardians of Your Galaxy focused on young professionals. Their strategy was to localise content, making sure the campaign resonated with Filipinos across different regions. By using region-specific language and cultural cues, their campaign banked on the hyperlocal capabilities of high-tech digital marketing.

Team Pru-Tas

Team Pru-Tas emphasized the “ripple effect,” where one marketing effort would cascade into the next to create a wider reach. During the presentation, an interactive quiz app personalised results to help the audience on their journey to insurance literacy. This fun, engaging tool gave users personalized insights while subtly introducing them to insurance concepts.

Team iPhone Pru-Max 1TB Fully Paid

Team iPhone Pru-Max 1TB Fully Paid banked on practicality, ROI, metrics and impressive early test results. Their campaign focused on clear, straightforward communication to help Filipinos make informed decisions about insurance. By pre-testing their strategy (using AI no less!), they demonstrated real-world effectiveness, proving that sometimes the simplest approach is the most impactful.

The D-Day of the Challenge was packed with energy, creativity, and anticipation. Teams presented their campaigns to Mr. Mislang and all Weqollab members, each one was eager to show how their ideas could make a tangible difference in the insurance industry. It wasn’t just about pitching—it was about proving that their strategies could drive change in a market that needs it.

In the end, Team Pru-Tas clinched the top spot. Their “Ripple” strategy, anchored by the engaging quiz app and comprehensive planning, was THE winning formula. Their efforts earned them an all-expenses-paid trip to Hong Kong—a well-deserved reward for their innovative approach.

But the true success of WeqoChallenge 2024 goes beyond the sweet reward. The team pushed everyone out of their comfort zones – designers became managers, managers became content writers, content writers became strategists. The challenge pushed everyone to step out of their comfort zones and see the work in a new light.

Much like a game, the need to innovate and the development of new ideas can really be the key to success. In the process, it deepened everyone’s understanding of key considerations like consumer behaviour, market dynamics, and the power of strategic messaging.

Mr. Mislang commended all teams for their creativity and strategic thinking, reminding us that continuous learning is the key to growth. He emphasised that marketing isn’t just about achieving business goals—it’s about solving real problems and creating lasting impact.

As the dust settles on this year’s event, the lessons from WeqoChallenge 2024 continue to influence the way Weqollab approaches its marketing challenges. We can’t wait to see what next year’s competition will bring, but one thing is certain—our team is ready to take on whatever comes our way.

This year’s WeqoChallenge, just like last year’s, is a bold step forward in showing how marketing can solve real-world problems, create social impact, and help industries thrive. 

As we look to the future, we’re more excited than ever to push boundaries, break new ground, and continue driving positive change through creative marketing.

That’s just how we do it here at Weqollab. *wink*